Goodwin spoke with honesty and conviction after his side's latest debacle against the Swans, saying Demons fans deserved better.

Rightly or wrongly, he has been spared a lot of the direct criticism speared towards some of his coaching contemporaries this season.

The alibi is the injury list that blew out before the campaign even started and the three-year contract extension he signed before round one.

"I sit here with a team sitting 17th on the ladder and I take responsibility for where we sit, but it's reinforced the things I know we need to get right," Goodwin said on Friday night.

"I'll learn from this experience. I'll learn from where we got to and where we are now.

"It's hurting me greatly because I know how much the Melbourne supporters want us to be great."

The loss to the Swans was laced with deja vu. Woeful ball movement inside 50m, poor skills and an inability to defend their turnovers undoing all the hard work that had the Demons winning the inside 50s by 10 and contested ball by 15.

The Dees had nothing to play for, but neither did the Swans and they fought and scrapped with intent.

"The great thing about last year … when Melbourne supporters came to the game and you guys came to the game, you saw a style of play that was identifiable," Goodwin said.

"At the moment no one can see that and is clearly frustrating."

Swans players mob James Bell after his first AFL goal against Melbourne. Picture: Michael Dodge/AAP

The winds of change whipped up a while ago. Assistant coaches will depart, fitness staff will depart and players will go, too.

Asked how he planned to turn it all around, Goodwin said: "We look at every area of our club. We come back to our preseason as a playing group and a coaching staff with a clear method of play, we get the basics and fundamentals right, we get fit, we get healthy and we come back with a determination to take this club forward again.